Customer Perception at Holiday Inn High Wycombe - Research Paper Example

Customer Perception at Holiday Inn High Wycombe Abstract …………………………………………………………………………….. 3 Introduction ……………………………………………………………..………… 3 Methodology ……………………………………………………………………… 5 Investigation Parameters …………………………………….…………………. 7 Results and Findings ………………………………………………..………….. 8 Conclusion ………………………………………………………….………….. 14 Bibliography ………………………………………………………..…………. 15 Abstract Customer perceptions are always a tricky proposition in that they are a subjective analysis of conditions and or factors that have different standards that are based upon a person’s own experiences. In spite of the foregoing, customer perceptions represent a good barometer of opinion in that we live in a structured society whereby the highly competitive state of business has conditioned us to certain expectations. This study will undertake to examine the customer perceptions of the High Wycombe Holiday Inn to gauge its rating, with the tools and methods for this study being detailed herein, and the results indicating the hotel is being managed and run at a level that exceeds customer expectations in most areas. Introduction In equating perception in tourism, customer satisfaction rates as the highest area in that it represents the total “… experience which comprises a combination of all the service elements that the tourist consumes from the time they leave home to the time of return” (Jafari, 2000, p. 145). Lang (2001) brings home that same point, but in a different manner. He states that “Much of the intangible value of a hotel, i.e., … (lies in) … management’s operational experience, employees and training, marketing and communication skills, intellectual property … (and) … the effect of an impact those factors have on customers and guests …” (Lang, 2001). Customer satisfaction is a factor of the training, commitment and service of its employees as the face of a hotel, not its furniture, design, trappings, and amenities (Creating Loyalty, 2008). The preceding thus forms the focus of this study is customer perceptions of a hotel are shaped by its service. In line with this, the hypothesis represents a determination of customer satisfaction through an analysis of customer perceptions of the High Wycombe Hotel. The foundation for the preceding as the basis for this study is that customer satisfaction ranks as the one and probably the most important business process (100 ventures.com, 2008). Such being the case that makes it a yardstick by which all businesses are measured, and thus a key identifier of performance. An article written by Singh (2006) titled “The Importance of Customer Satisfaction in Relation to Customer Loyalty and Retention” underscores this approach as is a foundation of good business and profitability. Gokey (2002) concurs with the preceding as he tells us that customers are the reason an enterprise is in business. This is true for vehicles, electronics, airlines, banking, restaurants, and any other business type or industry one might think of. John (2003, p. 7) aids us in understanding the importance of customer satisfaction in that “Customers look for convenience, cost, and quality of the total experience. The service-oriented firm concentrates on the capabilities of employees and not just on the technology or the tangible features of the product.” In fact, the title of a book by Johnson and Gustafsson (2000, p. 2) “Improving Customer Satisfaction, Loyalty, and Profit: An Integrated Measurement and Management System” puts the entire foundation of this study into focus, as “Satisfying and keeping customers, it was argued, is simply less expensive than constantly replacing them”. The Methodology In order to equate the focus and hypothesis of this study, which have been identified respectively as ‘are customer perceptions of a hotel shaped by its service’, and ‘a determination of customer satisfaction through an analysis of customer perceptions of the High Wycombe Hotel’, the methodology represented the use of secondary as well as primary research, with the latter in the form of a questionnaire distributed to the staff members of the High Wycombe Holiday Inn. The preceding was selected as it afforded the opportunity to use qualitative and quantitative research in as well as inductive and deductive research that are inherent in both research processes, primary and secondary. Secondary research entails the use of books, journals, newspapers and Internet sources that provide a valuable cross-section of a broad variety of information that permits a balanced view to be formed (Newman and Benz, 1998, p. 10). Primary research entails the use of questionnaires, surveys and or interviews that draw upon direct information as to its means to gather data. Both techniques have their weaknesses in that secondary research relies upon the information opinions and conclusions as arrived at by others that have a potential for bias with respect to the points they might be seeking to make as well as inaccuracies (Robson, 2002, p. 43). Primary research suffers from potential weaknesses in sampling error, interviewer bias, and samples that are too small to be representative (Newman and Benz, 1998, p. 10). In this instance, the method entailed the staff of the High Wycombe Holiday Inn and would have included its customers, except the later, was against company policy. Through the use of both methods, their respective weaknesses were lessened. Quantitative research is aligned with secondary research in that it entails research that the person conducting does not participate in and thus does not influence the subject that is being studied (Newman and Benz, 1998, p. 14). Qualitative research aligns itself with primary research in that the research has the tendency to become immersed within the subject manner as a means to learn more (Newman and Benz, 1998, p. 14), Saunders (2006, p. 119) advises us that the combining of research methods represents a means for a study to be enhanced, and that through including inductive and deductive research, advantages can arise. Inductive research uses scientific principles, moves from theory to data, it collects quantitative information, employs the use of controls as a means to ensure validity, is very structured in its approach, and the researcher is independent of the research (Saunders, 2006, p. 120). In inductive research an understanding is gained concerning the meanings attached to events, it seeks to obtain a closer understanding of the research context, it collects qualitative information, consists of a structure that is more flexible, includes the researcher as a part of the process, and does not concern itself with generalization (Saunders, 2006, p. 120). The foregoing thus explains the choice of methods that were utilised in this study and how they were suited to its conduct. Investigation Parameters The respondent selection chosen for this study represented twenty employees of the High Wycombe Holiday Inn, representing a cross-section of 5 females and 15 males in positions representing three supervisors, six managers, one sous chef, and ten other line employees of varied positions. The age ranges represented nine staffers between 20 and 30, seven aged 30 to 40, and 4 between the ages of 40 and 50. The preceding provided a range of views from differing angles with respect to interactions with customers and their feedbacks. As a result of hotel policy, questionnaires where not permitted to be conducted with the guests, so an important source of information content was missed. The questionnaire was designed to elicit responses from the staff while retaining their confidentiality. The study sought to ascertain from staff members their views and opinions concerning customer views as a means to obtain a reading on the service demand and their opinions regarding their perceptions of service satisfaction. This aspect, satisfaction, seemingly represented the potential for bias to make its way into the study as the respondents might unconsciously might want to put their best foot forward. In order to obtain a gauge on the foregoing, an online search was performed using the key words ‘rating of Wycombe Holiday Inn UK’ on Yahoo (2009). The foregoing produced one customer-rating source from TripAdvisor (2009) where four customers gave the hotel three stars out of five, with one rating it as a five with respect to service. This closely approximated the result of the questionnaire that will be examined in the next segment, thus indicating minimal bias on the part of respondents. Results and Findings The questionnaire consisted of twenty-one questions, of which the first three gathered information representing the sex, age groups, and positions as covered under Investigation Parameters. The following pose the responses as a means for reviewing the replies on a first-hand basis to judge the bias levels which were deemed as moderate: 4. Are you in a front house position with customers? Yes 16 No 2 Sometimes 2 This question equated the contact quotient that the respondents had with the guests, with the high level indicating a better perspective to reply to the questions. 5. Do you have access to customer feedback? A. Oral feedback 19 B. Customer questionnaires 12 C. Written feedback 11 (Email, Letters, Fax) With regard to the purpose of the questionnaire, this represented a critical facet in that customer opinions represent the purpose of the study. 6. What type of customers does the hotel regularly get during weekdays? Business tourist Leisure tourist Couples Families a 19 b 7 c 3 d 0 The hotel profile as commented upon by a customer who rated the hotel for TripAdvisor (2009) indicated the pricing better suits business travelers in terms of budget, with priceline (2009) stating “The hotel combines an excellent range of facilities for both business and leisure travellers including Kids Stay" and Eat Free” which differs from the customer comment and later data showing families. 7. What type of customers does the hotel regularly get during weekends? a. Business tourist 1 b. Leisure tourist 18 b. Couples 14 d. Families 12 The family facet displayed itself on weekends as indicated by the above, thus the hotel serves all classes in terms of appeal. 8. What response do you generally receive from customers regarding Holiday Inn's customer care services? A. Good 4 B. Very good 15 C. Excellent 4 The bias on this seems slightly high when compared against the information as obtained from TripAdvisor (2009), but that data included just four customers, so as a foundation its validity is suspect. 9. At what level do you think customers rate the in-house services provided by the hotel? Internet broadband Wireless connections Fax Business Services a. 9 b 8 c 2 d 1 As an all purpose hotel the preceding seems normal. Its impact on satisfaction would seemingly represent business travelers. 10. At what level do you think customers grade the food/restaurant/lounge services and the food itself provided by the hotel? a. Good 8 b. Average 9 c. Poor 4 As an all purpose hotel with moderate pricing, the food reflects the class of the hotel. 11. Customer rate the location of the hotel as: a. Convenient 2 b. Very inconvenient 19 c. Inconvenient 1 This represents an important factor that would count high in customer satisfaction. 12. At what level do you think customers rate and conceive offer schemes such as "kids eat free" at the Holiday Inn hotel? a. Good 7 b. Very Good 5 c. Excellent 8 This scored well with customers as a promotion, and can influence their satisfaction with a hotel as kid stay free, meaning that there is not cost for taking a holiday with them on this segment of a trip. 13. How do customers rate the house-keeping/laundry services provided by the hotel? a. Good 6 b. Very Good 4 c. Excellent 10 d. Poor Staffers give this segment a high rating, with the condition of a room representing an important factor in desirability, and thus satisfaction. 14. At what level do you think the customers’ rate the business services (meeting rooms) provided by the hotel? a. Good 3 b. Very Good 7 c. Excellent 10 d. Poor This represented an important lure for business travelers, with staffers scoring this segment highly. 15. Customers rate the "customer support service" as? a. Good 7 b. Very Good 9 c. Excellent 4 d. Poor An important measuring stick that seemingly was an accurate assessment as it was consistent, and the employees seemed content with their positions, a factor that could be taken to mean they have good customer interaction. 16. Are customers happy with the room accessibility (connecting rooms, air conditioning, heating, systems, etc.)? Yes 20 No A must area, as customers need control over their comfort levels. 17. In terms of tourism knowledge do customers get enough information from staff members? Yes 20 No This answer is consistent with others, thereby indicating that if biased, the respondents were remarkable in their ability to all produce the same types of responses. 18. How do customers rate the over-all pricing structure? a. Good 12 b. Very Good 3 c. Excellent 4 d. Poor 1 This reply is not surprising considering the high number of families that use the hotel on weekends. 19. Do customers rate the breakfast arranged by the hotel every morning as? a. Good 6 b. Very Good 7 c. Excellent 7 d. Poor As was the case with the prior answer the food must fit the profile of the guests’ tastes, which caters to middle income demographics. 20. For customers what is the overall stay/experience at the Holiday Inn hotel like? a. Good 4 b. Very Good 14 c. Excellent 4 d. Poor An important measure of satisfaction that when linked to the convenience of the location as indicated under question 11, means return visits are highly likely. 21. At what level do you think the customers’ rate the overall staff at Holiday Inn hotel? a. Good 2 b. Very Good 11 c. Excellent 8 d. Poor A slightly self serving question in that it asked the staffers to rate themselves, but it does fit in with the prior responses, so there is consistency. The analysis of the questionnaire was conducted in this manner in order to provide a first hand look at the questions and responses as well as analysis. This techniques was utilised to minimise confusion in terms of using statistics and charts that could very well be interpreted in a number of ways. Through conducting the findings and analysis together, the reader has the opportunity to gauge the process for them self and reach their own determination. From the questions and responses, the hotel is performing above average in all regards and indicates that it is achieving a very good level of customer satisfaction for its pricing category. Conclusion As alluded to in the opening segment of this study, customer perceptions are subjective areas that have their basis in fact rooted in the minds and opinions of those doing the experiencing. The very fact that it is subjective is an important facet as businesses exist to provide services and products to customers, thus they must maintain a pulse beat on their needs, wants and desires, therefore subjectivity is a businesses’ reality! The study of the High Wycombe Holiday Inn scored well in the primary study conducted that was taken among its employees, which represented the only means to conduct such an exploration as the policy of the hotel would not permit guests to be interviewed or surveyed. In spite of that limitation, the examination did yield interesting results that are believed to be valid in that the number and nature of the questions through the multiple choice selection was broad enough so as to enlist a relative degree of truth. The preceding is stated as the questionnaire consisted of twenty-one areas and took just a few minutes to complete. The odds of all twenty respondents being biased in the same manner for a field of that many questions seems highly unlikely, thus the validity of the questionnaire seems safe. The responses indicated that customer perceptions are high, and the replies in a number of question areas were consistent enough to uphold that opinion. Bibliography 100 ventures.com (2008) Customer Satisfaction – A Critical Component of Profitability. Retrieved on 24 April 2009 from http://www.1000ventures.com/business_guide/crosscuttings/customer_satisfaction.html Creating Loyalty (2008) Creating a service culture in an international hotel. Retrieved on 24 April 2009 from http://www.creatingloyalty.com/story.cfm?article_id=79 Gokey, T. (2002) Customer Retention Is Not Enough: Defecting Customers Are Far Less of a Problem Than Customers Who Change Their Buying Patterns. New Ways of Understanding These Changes Can Unlock the Power of Loyalty. The McKinsey Quarterly Jafari, J. (2000) Encyclopedia of Tourism. Routledge. London, United Kingdom John. J. (2003) Fundamentals of Customer-Focused Management: Competing through Service. Praeger. Westport, CT, United States Johnson, M., Gustafsson, A. (2000) Improving Customer Satisfaction, Loyalty, and Profit: An Integrated Measurement and Management System. Jossey-Bass. San Francisco, CA, United States tr 304 Lang, J. (2001) Global Investment in Hotel Branding. No. 8, September. Hotel Topics Newman, I., Benz, C. (1998) Qualitative-Quantitative Research Method: Exploring the Interactive Continuum. Carbondale, IL, United States, Illinois University Press priceline (2009) Holiday Inn High Wycombe. Retrieved on 26 April 2009 from http://www.priceline.co.uk/hotel/34100/holiday_inn_high_wycombe_hotel.html Robson, C. (2002) Real World Research: A Resource for Social Scientists and Practioner-Researchers. Blackwell Publishers, New York, N.Y. United States Saunders, M. (2006) Research Methods for Business Students. Prentice Hall, New York, N.Y., United States Singh, H. (2006) The Importance of Customer Satisfaction in Relation to Customer Loyalty and Retention. College of Technology. Asia Pacific University. Beppu, Japan Solomon, M. (1996), Consumer Behavior: Buying, Having, and Being. Prentice Hall, Englewood Cliffs, NJ tr 304 TripAdvisor (2009) Holiday Inn High Wycombe M40, Jct.4: Traveler Reviews. Retrieved on 25 April 2009 from http://www.tripadvisor.com/ShowUserReviews-g186223-d192591-r3930235-Holiday_Inn_High_Wycombe_M40_Jct_4-High_Wycombe_Buckinghamshire_England.html# Yahoo (2009) rating of Wycombe Holiday Inn UK. Retrieved on 25 April 2009 from http://search.yahoo.com/search;_ylt=A0geu5kc8_VJSYYA29lXNyoA?p=rating+of+wycombe+holiday+inn+uk&fr=yfp-t-501&fp_ip=ES&fr2=sb-top&rd=r1&meta=vc%3Des Read More